Daniel John is Senior News Editor at Creative Bloq. He reports on the worlds of art, design, branding and lifestyle tech (which often translates to tech made by Apple). He joined in 2020 after working in copywriting and digital marketing with brands including ITV, NBC, Channel 4 and more.
From McDonald's vs Burger King to Pepsi vs Coca-Cola, some brand rivalries feel as old as time. This might be because brands love poking fun at their competitors in their ads – which, when done well, can be a whole lot of fun. But we've seen a rise in recent months in brands trying to be clever by including their competitor's actual products in their ads, which arguably slips over into the realm of the counterproductive.
A recent Pepsi ad featured a Coke can – and studies showed that many viewers thought it was a Coke adThese work because the focus is on the advertising brand, not the competitor. But placing a competitor's actual product in the ad has been proven to confuse viewers, with many thinking Pepsi's recent 'OK' ads featuring a Coke can were, in fact, Coca-Cola ads. And the same is arguably true of these new KFC ads – at a glance, we're seeing somebody eating a hamburger or a pizza.
"I think the “punching up” nature of this form of advertising can work but mentions of the competitor need to be more subtle and not the focus," brand asset expert Cathal Gillen recently told Creative Bloq while discussing the aforementioned Pepsi ad.
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